Wishbone
Wishbone Toys is a privately held Canadian company, headquartered in Winnipeg, that designs and distributes seasonal outdoor play toys—including proprietary winter bubble solutions, snow toys, and sports toys—through DTC e-commerce, wholesale, and Amazon channels for families with children.
- Company typePrivate
- Founded2020
- HeadquartersWinnipeg, Canada
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wishbone does
Wishbone Consumer Products Inc. (operating as Wishbone Toys) is a privately held Canadian consumer products company headquartered at 15 Bury Street, Winnipeg, Manitoba. Founded in 2020, the company designs, sources, and distributes seasonal outdoor play toys through a 33-SKU catalog organized across five sub-brands: Crazy Ice Bubbles (winter bubble solutions), Crazy Yoobbles (bubble-in-bubble machines), Snow Sector (winter outdoor play), Zoft (foam sports toys), and Lil' Squeezer (sensory squeeze bubble toys). The company's most differentiated product is the Crazy Ice Bubbles formula, a proprietary winter bubble solution designed to freeze at temperatures below -7°C/19°F, producing longer-lasting, ice-crystal bubbles that land on surfaces such as pine trees. All bubble products are formulated to be free from sulfates, parabens, phthalates, DEA, and NPE, and meet safety standards in both Canada and the United States.
Wishbone generates revenue through three channels: direct-to-consumer e-commerce via its Shopify storefront (wishboneinc.ca) for Canadian customers, wholesale distribution through the Faire marketplace for independent retailers, and Amazon Marketplace sales for US customers (direct Shopify shipments to the US are temporarily suspended). Unit prices range from approximately CA$9.99 to CA$39.99, with free Canadian shipping on orders over CA$49.99. The company's primary customer segment is families with children seeking outdoor play products across summer and winter, with a horizontal segmentation approach. Marketing is conducted primarily through organic social media (Facebook, Instagram, YouTube, TikTok, Pinterest), a dedicated Crazy Ice Bubbles blog, and email newsletter. The company has 11-50 employees, no disclosed funding rounds, no parent company, and no institutional investor base identified in the source data.
Wishbone firmographics
Firmographics- Name
- Wishbone
- Legal name
- Wishbone Consumer Products Inc.
- Website
- https://wishboneinc.ca
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wishbone Toys is a privately held Canadian company, headquartered in Winnipeg, that designs and distributes seasonal outdoor play toys—including proprietary winter bubble solutions, snow toys, and sports toys—through DTC e-commerce, wholesale, and Amazon channels for families with children.
- Ownership category
- akta.pro rank
Wishbone industry classification
Industry- Product category
- Outdoor Play Toys
- NAICS
- Hobby, Toy, and Game Retailers (459120)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Outdoor & Ride-On Toys Retail (CRALAFAC)
- akta.pro secondary industry
- DIY Craft Kits & Project Kits Retail (CRALACAH)
Keywords
Where Wishbone is headquartered
LocationHeadquarters
- HQ city
- Winnipeg
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Wishbone business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through their Shopify storefront (wishboneinc.ca) to Canadian customers. One-time product purchases with shipping calculated at checkout.
- Wholesale Distribution: Wholesale distribution through Faire marketplace to retail partners. Bulk orders to retailers who resell products to end consumers.
- Amazon Marketplace Sales: US customers can purchase products through Amazon. Products temporarily unavailable for direct shipment from Shopify store to US.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Product pricing ranges from $9.99 CAD to $39.99 CAD |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Wishbone product offering
Product offeringCore offering
Wishbone Toys designs, sources, and distributes seasonal outdoor play toys for families with children. The catalog spans bubble solutions and bubble-blowing devices (including proprietary winter bubble formulas that freeze at extreme cold temperatures), snow play products (snowball makers, snow markers, snow molds), foam sports toys, and sensory squeeze toys. Products are sold direct-to-consumer through a Shopify storefront in Canada and through Amazon in the US, with wholesale distribution via Faire for retail partners.
Differentiator
Problem solved
Functional benefit
Brands
- Crazy Ice Bubbles: Winter bubble solution specially formulated for cold weather that freezes at temperatures below -7°C / 19°F.
- Crazy Yoobbles
- Snow Sector
- Zoft
- Lil' Squeezer
Products and services
- Crazy Yoobbles Giant Bubble Giant bubble machine product using dual-tray system where a larger section creates big bubbles and a smaller section forms mini bubbles inside. Targeted at families with children for outdoor play.
- Crazy Ice Bubbles Winter Bubble Solution Specially formulated winter bubble solution that creates stronger, longer-lasting bubbles capable of freezing onto surfaces like pine trees when temperatures drop below -7°C / 19°F. For families engaging in outdoor play in extreme cold weather.
- Snow Sector Winter Outdoor Play Toys Winter outdoor play toys collection featuring snowball makers, snow markers, snow molds, snow candles, snowman kits, and snowball maker sets. Designed for families in cold climates to engage in snow play activities.
- Zoft Foam Sports Toys Sports toys brand featuring foam soccer balls, foam footballs, and basketballs designed for kids' outdoor play. Sold in multi-pack sets.
- Lil' Squeezer Sensory Toys Squeeze-to-blow bubble toy line featuring animal character designs (such as monkey and other animals) for young children. Engages senses through squeezing, movement, and play.
- Summer Outdoor Play Toys Summer outdoor play toy collection including bubble blowers, giant bubble sets, beach and sand play items, and Crazy Catchables touchable and stacking bubbles. Designed for families with children for warm-weather outdoor play.
- Dinosaur Egg Bubble Blower LED-equipped no-spill bubble machine shaped like a dinosaur egg. A bubble blower product designed for children for indoor and outdoor play.
- Wishbone Wholesale Program (via Faire) Wholesale distribution channel allowing independent retailers to purchase Wishbone products in bulk through the Faire marketplace for resale to end consumers.
Companies that use Wishbone
Customer profileSegments1 record
Ideal customer profiles2 records
Wishbone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Wishbone partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- AmazonminorAmazon serves as a distribution channel for US customers. Wishbone has temporarily suspended direct shipments from their Shopify store to the United States, directing US customers to Amazon or authorized retailers.
- FaireminorFaire is a wholesale marketplace where retailers can purchase Wishbone products in bulk. The wholesale portal is accessible at https://wishboneproducts.faire.com.
Scale indicators7 records
Recent moves5 records
Expansion highlights4 records
Wishbone competitors and assessment
Company assessmentDirect peers
- Green Toys: Green Toys makes eco-friendly, non-toxic children's toys sold through specialty and mass retail. Its safety and environmental positioning and online-plus-retail distribution overlap directly with Wishbone's eco-friendly, non-toxic formulation claims.
- Gazillion Bubbles: Gazillion Bubbles is a specialist bubble toy company offering bubble wands, machines, and solutions for children. It directly competes with Wishbone's Crazy Yoobbles and bubble solution product lines in the same retail channels.
- Fat Brain Toys: Fat Brain Toys is a specialty toy retailer and developer of award-winning wooden, sensory, and outdoor play toys. Comparable curation-and-development model targeting parents with high-quality specialty toys, similar to Wishbone's positioning.
- Play Visions: Play Visions is a developer of novelty toys, sensory items, and outdoor products sold through mass and specialty retail. Comparable assortment philosophy to Wishbone's mix of sensory (Lil' Squeezer), bubble, and outdoor play SKUs.
- Toysmith: Toysmith develops and distributes novelty and outdoor toys including bubbles, snow toys, and science-based play items sold through mass-market and gift retailers. Highly comparable to Wishbone's mix of seasonal and science/novelty outdoor products.
Broad incumbents
- Melissa & Doug: Melissa & Doug is a large specialty toy brand covering imaginative, sensory, and outdoor play. Its "Well-Designed Play" positioning and premium retail presence overlaps with Wishbone's family-oriented eco-friendly positioning.
- Zuru: Zuru is a large global toy company known for X-Shot, Bunch O Balloons, and a broad bubble and outdoor product range. It overlaps with Wishbone on bubble machines and outdoor play, but on a much larger and multi-category scale.
- STEP2: STEP2 manufactures outdoor play products including playhouses, sand/water tables, and snow products for children. Its winter/summer outdoor categories overlap with Wishbone's Snow Sector and outdoor play lines, though at much larger scale.
- Little Tikes (MGA Entertainment): Little Tikes is a major outdoor and active play brand offering ride-ons, sand/water toys, and backyard play products. Compares to Wishbone's outdoor and summer play categories, but operates at vastly larger scale and broader product breadth.
Regional players
- Sunny Jack: Sunny Jack is an outdoor toy brand specializing in bubbles, beach, and water play products. Comparable to Wishbone's summer outdoor and bubble categories, though product focus and geographic footprint differ.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Wishbone social profiles
Digital presenceWishbone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wishbone leadership team
Management profileNumber of profiles
Profiles1 record
Wishbone funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wishbone M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wishbone
What does Wishbone do?
Wishbone Toys designs, sources, and distributes seasonal outdoor play toys for families with children. The catalog spans bubble solutions and bubble-blowing devices (including proprietary winter bubble formulas that freeze at extreme cold temperatures), snow play products (snowball makers, snow markers, snow molds), foam sports toys, and sensory squeeze toys. Products are sold direct-to-consumer through a Shopify storefront in Canada and through Amazon in the US, with wholesale distribution via Faire for retail partners.
Is Wishbone a public or private company?
Wishbone is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wishbone founded?
Wishbone was founded in 2020. It employs 11 to 50 people.
Where is Wishbone based?
Wishbone is headquartered in Winnipeg, Canada, in the North America region.
How does Wishbone make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and amazon Marketplace Sales.
Who are Wishbone's main competitors?
Direct peers on record are Green Toys, Gazillion Bubbles, Fat Brain Toys, Play Visions and Toysmith. Broad incumbents are Melissa & Doug, Zuru, STEP2 and Little Tikes (MGA Entertainment). Sunny Jack is listed as a regional player.
Does Wishbone have an API?
No public API is recorded for Wishbone.
What industry is Wishbone in?
Wishbone's product category is Outdoor Play Toys. Its primary akta.pro industry code is CRALAFAC, Outdoor & Ride-On Toys Retail, with a secondary code of CRALACAH, DIY Craft Kits & Project Kits Retail. Its NAICS code is 459120 and its SIC code is 3944.